Websites, social media, blogs – Today everything is digital! Right. Online takes up a lot of space in the marketing mix. But that doesn’t mean that everything that is analog no longer has any value. On the contrary: the digital flood in particular increases the value of printed matter. Printed matter signals: Someone has taken the time to think and create something sustainable.
For this reason, image brochures or product brochures are still an important component in the large orchestra of advertising instruments. A company that relies on consistency should necessarily think about its own corporate brochure.
But what is important here? What do you absolutely have to bear in mind when designing a concept? And why is the care and calm indispensable, especially when producing a brochure? The following information will answer these and many other questions.
A profound strategy naturally plays an important role in all advertising measures. But with such a high-quality print project as a brochure, a few thousand dollars can quickly be lost. You can also easily change a website at the end of a project. Not a brochure. That’s why it’s best to organize a strategy workshop in advance. Here the course is set with the decision-makers: What do you want to achieve? Who is the target group? How do you want to generate enthusiasm or at least sympathy for your company?
You have collected information and determined a direction. Now it’s off to the important conception phase. How many pages does your brochure have? Is there a classic structure, an introduction, a conclusion, or even a brilliant finale? Do you use testimonials? Do you let employees have their say? Do you present your best-of-projects? And how can your concept idea be graphically implemented? In this phase, close cooperation with an experienced copywriter and concept developer, an art director or graphic designer and, if necessary, a photographer is highly recommended.
The great thing about a brochure is that readers finally have time here. On the Web, the click continues every seven seconds on average. Your customer takes a brochure in his hand. He waits for the train at the station, for the next plane, or just for the cappuccino in the cafe and begins to flip through the pages. A good opportunity to draw your readers into a story. So storytelling takes precedence over pure fact-finding. Do your research: What makes your company exciting? What stories do you have to tell? Are there any foundation anecdotes? Everything could be a hook.
People are social. You are interested in people. Give your brochure the human touch: Show photos with people. Even if you present products – let people appear. By the way: If it works somehow, avoids eel-smooth photo material from digital photo archives. Take pictures of your real employees, customers, or suppliers. Then your brochure will really become independent and will not look like any bank booklet. Here the investment in a professional photographer with his own handwriting is worthwhile.
The Japanese Zen tradition is characterized by simplicity and simplicity. You should use this as a guideline for your brochure. Unfortunately, many companies are rather baroque types. Elaborate graphics, cryptic information boards, and, oh yes, the presentation of the corporate hierarchy. Is that really important? Basic rule: Reduce! Concentrate on a few strong highlights that you charge emotionally. They get stuck with the reader – and don’t disappear in the perceptual nirvana of the flood of information.
Of course, a brochure should be up to date. But for reasons of cost and production effort, you will probably only tackle such a project every two to three years on average. Therefore, it is better to avoid concrete data that quickly lose their topicality. Variable prices, the new intern, the date of your latest showcase project: check whether this information becomes obsolete quickly. If in doubt, simply leave it out. Then your brochure can still look as fresh as dawn in three years’ time.
Yes, multi-color printing costs money. Good paper too. And if you then have the brochure embossed, use special formats, apply the glaze, or produce an optical eye-catcher with a color cut, the costs increase. But it’s worth it. Because potential customers automatically draw conclusions about the value of your entire company from the high quality of your brochure. Those who show value in their appearance demonstrate quality. This should be worth your company image for you.
Unfortunately, it happens again and again: A lot of time and love is invested in the production of a brochure and then the ordered copies get dusty in the box of the printer supplier. So the best thing to do is to consider what you are using the product during the strategy phase. Trade fairs, events, a mailing campaign, the presentation of a new product: there are many occasions. And finally, the brochure itself can also become an occasion. Invite selected customers and prospects and present your new baby. Best with a glass of sparkling wine. Well then: Cheers!
We at “Crux Creative Solutions” are the No. 1 brochure designing company in India which creates world-class brochure designs for the clients with information details and catchy graphics.